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Representatives from the insurance, financial services, and retail industries discussed how they are becoming more customer-centric at their organizations during the 2011 SAS Financial Services Executive Summit.

Breaking down internal silos, connecting marketing performance to business revenue, and focusing on building long-term relationships with consumers are some of they keys necessary to maintaining marketing's relevance in the current digital environment.

The technologies available to marketers today have evolved from personal productivity tools and basic search to customer-oriented data warehouses and advanced analytics, as well as other tools developed specifically for marketers.

This SAS Q&A features a discussion with Adele Sweetwood, vice president of Americas marketing at SAS, and focuses on how marketing analytics can help to quantify the role that marketing plays in an organization's overall revenue.

Instead of focusing on the traditional four P's of marketing (product, price, promotion, and placement), marketers need to re-focus their efforts on achieving customer-centric growth in order to improve their marketing performance and be more accountable.

SAS defines customer lifetime value as "the net present value of cash flows (past and future) attributed to a customer, household, or segment for a designated time period." Identifying these customers shows marketers which consumers will offer the highest value in the future and identifies top prospects.

In this Q&A, SAS speaks with Jenna Fiorito, vice president of acquisition marketing at Time Warner Cable, about the changes that have taken place in the mobile wireless industry over the past two decades.